Cold Logic From Coors

Brewer unveils packaging innovations

Published in CSP Daily News

GOLDEN, Colo. -- Coors Brewing Co. is introducing several new ways to keep beer colder, longer. Coors Light's Stay Cold Glassware and Cold Wrap Bottles are currently being rolled out across the country and will guarantee consumers Rocky Mountain cold refreshment in bars and restaurants this summer. Coors Light's 18-pack Plastic Bottle Cooler Box is arriving in stores in time for summer.

Coors Light Stay Cold Glassware is designed to keep beer colder, longer. The dual-paned glass, available exclusively from Coors Light in North America, helps insulate [image-nocss] beer from the heat of the drinker's hand. Beer poured at 35 degrees Fahrenheit into a regular pint glass at room temperature will warm to over 45 degrees after the drinker holds the glass for 20 minutes. Beer poured into a Coors Light Stay Cold Glassware will still be at a refreshing 38 degrees after 20 minutes, the company said.

Each hand-blown glass is actually two glasses in one, with a layer of air between them, drastically reducing heat transfer from the sides and bottom of the glass. Stay Cold Glassware will be available in bars and restaurants across the country beginning in May.

Coors Light's second cold in hand innovation is the Cold Wrap Bottle. Each Cold Wrap Bottle has a 360-degree label with Outlast technology to keep beer colder longer by helping to keep the heat of a drinker's hand away from the beer. Outlast Thermocules, the same high-tech insulator developed for space travel, reflects the heat from the hand, making the cold refreshment inside the bottle last longer, said the company. Cold Wrap Bottles, which are exclusive to Coors Light for the next year, will be available in bars and restaurants this May.

Back by popular demand in retail stores nationwide is the Coors Light Plastic Bottle Cooler Box, the industry's first ice-ready bottle package, which was introduced last summer. Essentially a single-use portable cooler, consumers need only add ice to the box to have cold beer. The Plastic Bottle Cooler Box includes 18 break-proof 16-oz. plastic bottles, allowing consumers to take beer where glass isn't allowed.

In order to protect the taste of its beer, all Coors cans contain a Frost Brew Liner. With new graphics this summer, Coors Light is making it easy for consumers to identify the liners by making them visible with blue pull tabs and rims. The Frost Brew Liner cans with the blue rims will be on shelves May 1, 2006.

Coors Light will support the new packaging through a multi-tiered marketing campaign to run throughout the summer, including TV, radio, print and point-of-sale.

Coors Brewing Co. is a subsidiary of Molson Coors Brewing Co. The company's U.S. brands include Coors Light, Molson Canadian, Coors, Aspen Edge, Killian's Irish Red, Keystone, Blue Moon, Coors NA and Zima XXX.